People & Dreams

Archivo -abril 2015


The long-awaited day, «Mobilegeddon,» arrived yesterday, when Google updated its search engine so thatmobile-friendly web pages would rank higher on mobile search results (Google also published an FAQ on the update for webmasters). The algorithm update might have a big impact on major brands. Nearly one-half of Fortune 500 companies, and one-quarter of major retailers do not have mobile-friendly websites, according to RKG data cited by The Wall Street Journal. It’s a good opportunity to review some basic facts around the update, selected from Google‘s FAQ:

  • The update only affects search rankings on mobile devices. Search results on PCs won’t be influenced by mobile-friendliness.
  • The update affects the ranking of individual webpages. Entire websites won’t be penalized if they contain pages that aren’t mobile-friendly.
  • Specific mobile-design strategies aren’t privileged over others. A website can bemobile friendly if it uses responsive design, a separate mobile site, etc.
  • The update is global. It won’t be restricted to certain markets or languages.
  • Again, the update will take a while, up to a week, before all pages in Google‘s index are re-ranked according to the new criteria. 
  • Also, mobile sites linking to mobile-unfriendly sites won’t be penalized. 




Push notifications are a significant driver of user engagement for most apps, and just 42% of an iOS app’s user base opts in to receive push notifications, according to data from Urban Airship. Performance does differ between various app categories, however.

  • Across all categories the best-performing apps in terms of push notification rates tend to track above 50%.

  • Apps that fall into the median group (50th percentile) performed significantly worse. The average difference in opt-in rates across all categories between the high and median groups was about 20%, but ranged from as high as a 31% difference to a 15% difference in opt-in rates.

  • Only three app categories in the high group reached opt-in rates higher than 70%: business, charities, and travel. Meanwhile high-performing apps in gaming, media, and health & fitness had opt-in rates in just the 50-60% range.

The data did not include Android apps because apps downloaded from Google Play use an opt-out instead of an opt-in system, meaning that when an app is downloaded on the Android platform a user will receive push notifications unless he takes specific action to opt-out of notifications.

Content Next Wave of Growth



Mobile ContentExecutive summary

1. As mobile expands into new regions and new population segments in emerging markets, digital inclusion — the adoption of the mobile internet and the wider socio-economic benefits associated with this — will grow. However, the pace at which this happens will be dependent on overcoming a number of barriers. Infrastructure and affordability of devices and tariffs are well recognised. Less widely apparent — but of crucial importance — is the availability of locally relevant content. It is this factor and the dynamics driving it that we focus on in this report.

Despite a nearly 20-fold increase in mobile data traffic since 2009, many individuals in emerging markets are yet to fully embrace the mobile and digital revolution because they lack sufficient ‘local content’ that is accessible, useful and relevant to their livelihoods, wants and needs. The availability of locally relevant content, defined for the purpose of this report as content or information that has a direct impact on the everyday lives of people throughout the developing world, is key to bringing the benefits of the internet to a wider user base (particularly mid and low income individuals). Content can be localised — or made locally relevant — in different ways, such as translating international content into local languages, customising it for local relevance, or by the local population contributing directly to content creation. In the end though, the most important criterion that defines localisation is its relevance for local consumers. The local population will best understand what is relevant, and giving the power of content creation into their hands – both individuals as well as developers – will help grow the local content industry.

In emerging markets, customer engagement in the mobile content ecosystem has been dominated by social media services, which rely heavily on user input and user-generated content. These services are an important way to increase communication, engagement and ultimately digital inclusion, acting as another layer to traditional mobile voice and SMS. But making the content and services relevant, accessible, and available to the users in their own language is essential in bringing the full benefits of the mobile internet to the next billion users.

2. There is much more to making content relevant to local people than simply translating it. For one, there are infrastructure challenges including network coverage, content hosting availability and device compatibility. But there are also more nuanced challenges around payment limitations, cultural factors and government or third party support.

Unlike in the developed world, mobile internet penetration has a long way to go in most emerging countries. While 2G coverage extends to about 85% of the population on average, 3G networks currently cover between 50% and 70% compared to over 80% in the developed world. Moreover, the majority of people in emerging markets currently own feature phones, not smartphones. Smartphone penetration will rise (driven by falling handset prices, rising incomes and improved literacy), but we believe it will be another 3-4 years before actual human users surpass the number of people on the ground using feature phones. This makes it essential to balance the focus of local content generation for both smartphone and feature phone users. Language and literacy barriers, as well as other barriers such as lack of local hosting and payment limitations (a high proportion of the population do not have access to formal financial services), make achieving scale with and GSMA Intelligence Local world — content for the next wave of growth 4 monetising content difficult. In addition, challenges such as a lack of understanding of the target market, and government interference in information flow also need to be overcome to drive creation and consumption of local content. It is important to be mindful of these challenges while developing content for emerging market users.

3. Ultimately, these challenges (and the opportunity cost of not addressing them) merit a collection of efforts from key players across the mobile ecosystem. For emerging markets in particular, mobile operators are well placed to effect change given their network assets, local presence and increasing involvement with entrepreneurial hubs, and trusted relationship with consumers. However, there is no one stakeholder at the nexus, with handset makers, content developers, internet players and NGOs also key.

Relevant content gives people added impetus for mobile internet and value added services (VAS) use, and increases digital empowerment of users on all rungs of the socioeconomic ladder — a key objective for industry and government alike. As for the wider mobile ecosystem, we believe an increase in the amount of relevant local content would unfurl a virtuous circle of raised awareness, attracting developers, increasing innovation, and increasing interest in generating more relevant content. Additionally, operators can benefit from an increase in subscriptions, customer loyalty, and revenue through data services.

Realising the benefits of local content, though, is largely dependent on a commitment from the industry as a whole. While operators are best placed to use their own assets such as tools, platforms and hosting technology to help content developers achieve scale without having to reinvent the wheel, developers can improve the local relevance of services by creating specific content where required, adapting existing content where necessary, and ensuring their content is accessible for users across the mobile spectrum by optimising certain content to work on feature phones via slower data connections. Device manufacturers can similarly contribute by ensuring that devices offer the best and most intuitive user experience possible for mobile owners in emerging markets, facilitating the consumption as well as generation of local content. Internet players can build on their existing services and expand into new markets, creating a platform for local content to reach the widest audience possible. The wider ICT industry can look to establish local internet exchange points (IXPs) within the country to cut costs, and expand local hosting to improve visibility for content developers. Finally, regulatory, financial and operational support from government and non-government organisations (NGOs) can help target content towards consumer use cases that market-based approaches would perhaps not — particularly in the areas of financial services, health, agriculture, education and employment.





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Whilst Latin America is in the midst of an ongoing slowdown in both unique subscriber and revenue growth rates, the region is now seeing an accelerating migration to higher speed networks and smartphone adoption. This is driving strong data traffic growth and incremental revenues for operators, which in turn will help fund the major investments required to further build out both 3G and 4G networks.


What is the Internet of Things?



The Internet of Things (IoT) is a vision. It is being built today. The stakeholders are known, the debate has yet to start. In hundreds of years our real needs have not changed. We want to be loved, feel safe, have fun, be relevant in work and friendship, be able to support our families and somehow play a role – however small – in the larger scheme of things. So what will really happen when things, homes and cities become smart? The result will probably be an tsunami of what at first looks like very small steps, small changes. The purpose of Council is to follow and  forecast what will happen when smart objects surround us in smart homes, offices, streets, and cities.

The Only 10 Slides Needed fopr Pitching



Once you’ve come up with a business idea that you believe in, the next step is getting investors to believe in it, too. You need to pitch your idea in a way that’s interesting and informative — and quick.

Renowned entrepreneur Guy Kawasaki should know a thing or two about what it takes to successfully pitch investors. He’s been an evangelist for Apple and an advisor for Google’s Motorola division, he’s founded multiple companies, including Garage Technology Ventures — the a venture capital firm that invested in Pandora and Tripwire. Now, he wants to teach you how to pitch an idea that gets results.

He says a pitch only needs 10 slides and should have 15 at the absolute max. Beyond the Title slide — the one with your company name, title and contact information — you’ll need a value proposition, a go-to market plan and an analysis of your competition. Of course, your potential investors will also want to know what your timeline is and how their funds will be used, among other vital information.

Pitch your Startup

Check out the infographic below that originally ran on Kawasaki’s website to see what slides you need, and the order that you need to show them. A little of his expert advice could go a long way.

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